SDLogic MarketingThe Concept Of Marketing Has
SD-Logic Marketing
The concept of marketing has changed tremedously over a period of last few decades. Initially the concept of marketing revolved around manufactured goods that were tangible in nature however as the economies developed and became more complex it was understood that services are totally different breed of products that are intangible in nature however carry equal importance as that of tangible goods. This gave birth to the cocept of services marketing. Services marketing concept defined services as intagible, perishable and hetrogeneous in nature. The services marketing concept differentiate goods from services and explain them as a different entitity of economics however there exists a relationship between goods and services in the continuously growing economic world of today. Vargo & Lusch (2004) explain that marketing concepts were initially based on goods dominant logic (G-D logic) i.e. based on the exchange of manufactured or produced tangible products. However this trend has changed as the understanding of services has increased and more importance is being given in the production of services. These services are directly and indirectly related to the good and the marketing of goods as well is also dependent on the services. For example today companies spend millions in after sale services like maintenance warranties and resale solutions to provide satisfaction to the consumers. Therefore the marketing concept has evolved from goods dominant logic to services dominant logic (Vargo & Lusch, 2004)
The success of any concept can only be identified through its practical application and evaluation. The key fundamental points of SD logic marketing concept emphasize on the importance of services in relation with the products. It does not only look into the monitory value provided to the companies through the sale of products but also looks in the value received by the consumers in terms of services. First of all SD logic gives a comrprehensive and
The concept of marketing has changed tremedously over a period of last few decades. Initially the concept of marketing revolved around manufactured goods that were tangible in nature however as the economies developed and became more complex it was understood that services are totally different breed of products that are intangible in nature however carry equal importance as that of tangible goods. This gave birth to the cocept of services marketing. Services marketing concept defined services as intagible, perishable and hetrogeneous in nature. The services marketing concept differentiate goods from services and explain them as a different entitity of economics however there exists a relationship between goods and services in the continuously growing economic world of today. Vargo & Lusch (2004) explain that marketing concepts were initially based on goods dominant logic (G-D logic) i.e. based on the exchange of manufactured or produced tangible products. However this trend has changed as the understanding of services has increased and more importance is being given in the production of services. These services are directly and indirectly related to the good and the marketing of goods as well is also dependent on the services. For example today companies spend millions in after sale services like maintenance warranties and resale solutions to provide satisfaction to the consumers. Therefore the marketing concept has evolved from goods dominant logic to services dominant logic (Vargo & Lusch, 2004)
The success of any concept can only be identified through its practical application and evaluation. The key fundamental points of SD logic marketing concept emphasize on the importance of services in relation with the products. It does not only look into the monitory value provided to the companies through the sale of products but also looks in the value received by the consumers in terms of services. First of all SD logic gives a comrprehensive and
References: Vargo & Robert (2004), “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, Vol 68, 1-17 Lusch (2011), “ Reframing supply chain management: A Service Dominant Logic Perespective”, Journal of Supply Chain management, Vol 47, 14-18 Lusch & Webster (2011), “A Stakeholder-Unifying, Cocreation Philosophy for Marketing”, Journal of Macromarketing, Vol 31, 129-134